New Pay Per Click Advertising Blog
Apogee Tags: ppcthink, ppc advertising, pay per click, rose sylvia, flyingrose, stumbleupon, adwords
Blog for Apogee Web Consulting LLC. Topics covered include search engine marketing and pay per click advertising strategies.
First, your ad must pass our high quality threshold for eligibility to appear in top spots. If your ad is shown in a top spot, its price will be determined by the auction, but subject to a minimum price for top positions. This minimum price varies based on the quality of each ad per search query. For this reason, our system doesn't display the minimum price.Time to buy Google stock (ticker: GOOG), eh? Companies that have had extremely high bids in place, confident they'd never actually be paying them, are going to boost Google's top line.
Google does not allow pop-up ads of any kind on our site. We find them annoying. So why do they occasionally appear when you search on Google? Here are a few possible explanations:Now, what I'm about to explain doesn't violate this philosophy, technically speaking, because pop-up ads are being displayed on the Google search network and not on Google's site itself. However, if they "find them annoying" yet allow them on partner sites on their own network, then they are clearly violating the stated philosophy. This example is particularly ironic given Google's choice of the word "squatter" in this context. Google is profiting from sites who engage in this kind of practice through their AdSense for Domains program. How do I know this? I've seen the traffic in clients' web server log files.
- You may have encountered a squatter with an address similar to Google's. Occasionally, individuals will register domain names that are one letter off from a well-known URL in hopes of attracting those who make mistakes in their typing.
Your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages.Do they mention navigation through a parked domain? No! Also, I'm not talking about direct navigation from generic keyword domains. That kind of traffic from a parked domain could be considered search advertising. Here's the path for each click my firm paid for that came from this particular searchportal.information.com URL:
Because your ads are associated with relevant keyword variations, they'll appear more often to your potential customers. This additional targeted traffic is likely to lead to more clicks on your ads and more conversions on your website... Also, your ads' performance on keyword variations doesn't influence your keywords' Quality Scores, minimum cost-per-click (CPC) bids, and ad positions.Think about that. The keyword variations (expanded matches) are not factored into quality score and therefore aren't a factor in minimum CPC calculations. However, advertisers still have to pay that higher CPC even for these not necessarily targeted keywords. Can Google really have it both ways? Make sure your keyword bidding strategy takes into account the fact that broad matches are actually expanded matches.
In the current top ad placement formula, we consider your Quality Score and your actual CPC, which is determined in part by the bids of advertisers below you. Even if you have a high quality ad, if advertisers below you are not bidding very much, your actual CPC may not be high enough to qualify your ad to appear in a top position.Now, Google AdWords advertisers will have two price hurdles to jump:
With this new formula, instead of considering your actual CPC, we'll consider your maximum CPC bid, which you control. This means that your ad's eligibility to be promoted is no longer dependent on the bids of advertisers below you. Therefore, if you have a high quality ad, you now have more control to achieve a top position by increasing your maximum CPC.
Your actual CPC will continue to be determined by the auction, but subject to a minimum price for top spots. The minimum price is based on the quality of your ad and is the minimum amount required for your ad to achieve top placement above Google search results. As always, the higher your ad’s quality, the less you will pay. And you will never be charged more than your maximum CPC bid.
Richardson might not be the best-known candidate - for now, anyway - but he might have the best credentials. His resumé includes U.S. congressman, U.S. ambassador to the United Nations, secretary of the U.S. Department of Energy and governor. He served in Congress under three presidents: Ronald Reagan, George H.W. Bush and Bill Clinton. He holds bachelor's and master's degrees. He has been nominated for the Nobel Peace Prize.I think what strikes me is the fact that his credentials seem to fit well with what the country needs right now in a leader:
Traditionally, Americans have turned to governors to serve as president, thinking that experience in executive office and with complicated managerial tasks outweighs the experience with federal policy issues that members of Congress can count in their favor. Happily, Richardson spent over a decade in the House of Representatives before becoming governor. In between, he was America's ambassador the United Nations, wracking up a level of national security experience that none of the other contenders can match. And did I mention he was also Secretary of Energy? Too bad nobody thinks energy independence and global climate change are important policy areas in which it would be good for the chief executive to have some knowledge...Is Bill Richardson the most qualified candidate for the job? If not, who else is?
The point about Richardson is that in many respects he's exactly the sort of person -- a popular governor -- who was taken seriously as a presidential contender in the very recent past. The list is long and familiar -- Jimmy Carter, Ronald Reagan, Bill Clinton, George W. Bush. The difference is that Richardson is also super-experienced...
In retrospect, however, Bush was less the last of the governor presidents than a transition to the new era in which, to be president, you need to be a famous celebrity. Mayors of New York City are always famous, because the people who run the media live in New York. Hence, Rudy Giuliani is a serious candidate (and even Michael Bloomberg is considered a more serious possibility than he should be). John McCain spent all of 1999, 2000, and 2001 chasing positive press and became famous in the process -- so he's a serious candidate. Barack Obama has an extremely interesting personal story and was one of the only Democratic successes in 2004, so he became famous and now he's a serious candidate. John Edwards got famous running on a national ticket, so he's a serious candidate. Hillary Clinton's husband used to be president (you may have heard), so she's famous and she's a serious candidate. Most absurdly, Mitt Romney happened to preside over the Massachusetts gay marriage controversy, thus becoming famous and, therefore, a serious candidate.
Google's mission is to organize the world's information and make it universally accessible and useful.Ok. What's wrong with this picture?
Google's mission is to organize the world's information (where world indicates any location outside of any Googleplex) and make it universally accessible (except to AdWords advertisers even though they bring us 99% of our revenue) and useful (where we are the sole arbiters of what could be considered useful and reserve the right to exclude any information that could have a deleterious impact on our earnings growth).Ok, I think my tongue is now stuck to the inside of my cheek. Seriously, though, can you see how ridiculous this is? I don't think this partial transparency is going to sit well with Google's customers. Now that advertisers are using the new report and realize these glaring omissions exist, some questions are being raised and some pressure's being put on Google to take action:
Many of our clients face these issues; companies come to us hoping we can help them better manage their reputations through “Get the Facts” or issue management campaigns. Your brand or corporate site may already have these informational assets, but can users easily find them?That post caused quite a bit of controversy. There's a more recent post, on the Google CPG (Consumer Packaged Goods) Blog, that clearly indicates there are groups within Google that operate as search marketing firms:
We can place text ads, video ads, and rich media ads in paid search results or in relevant websites within our ever-expanding content network. Whatever the problem, Google can act as a platform for educating the public and promoting your message. We help you connect your company’s assets while helping users find the information they seek.
If you’re interested in learning more about issue management campaigns or about how we can help your company better connect its assets online, email us. We’d love to hear from you! Setting up these campaigns is easy and we’re happy to share best practices.
In order to optimize for our CPG clients, we increase placements across our network in a couple of ways:Incidentally, there's some pretty good advice in that post. Consider their first point. I've been arguing for years that contextual advertising campaigns should be managed separately from search advertising campaigns. Interesting to see that strategy recommended on an official Google blog.
1) through a mirrored, keyword-based content campaign. Take the search campaign and essentially mirror it as a content-only campaign. Narrow the keyword list a bit to make tighter-themed ad groups, and set max CPC bids according to your goals. Run a placement performance report to see where your ads run, and exclude sites as necessary if they aren't converting or relevant in terms of content.
2) through a targeted list of sites in our network. Hand-pick sites by category, site type, or other . Upload ads (text, image, and video) and choose CPM bids for each site.
Of course, we don't just set up the campaigns and then move on. The trick is to constantly monitor performance of the various sites and adjust bids, creative, and the site mix as necessary to maximize conversion. Sometimes we're surprised by what converts best -- one ad format over another, a certain category of sites or site, or one campaign more than the others. It's important to be flexible and keep an attentive eye on what is working and what is not.
Review your proposal carefully. The proposal is automated, so some changes may not be relevant for your campaign.Enough said. Second, How to use the new Search Query Performance report is a well written post. Read it and then go back and read my post about the different match types called Purple Flowers Are Not Pink Despite What Google Might Think. You'll start to understand how broad match works and what strategies you need to put in place because of the behavior of broad matches. Also, the new search query performance report is one of the reasons Why More Companies Will Now Notice Google AdWords Flaws.